David L. Brinberg

R. O. Goodykoontz Professor of Marketing
David Brinberg
2019 Pamplin (0236)

Teaching Interest:

  • Consumer Behavior, Marketing Research, Social Marketing, Social Entrepreneurship, Foundations of Behavioral Research

Research Interests:

  • Consumer Decision Making, Social Change, Social Marketing, Conceptual Foundations of Research

Selected Publications:

  • Books
    • Brinberg, D., and Lutz, R.J. (Eds.) (1986). Perspectives on Methodology in Consumer Research. New York: Springer-Verlag.
    • Brinberg, D., and McGrath, J.E. (1985). Validity and the Research Process: Beverly Hills, Ca., Sage Publications.
    • Brinberg, D., and Jaccard, J. (Eds.) (1989). Dyadic Decision Making. New York: Springer-Verlag.
  • Articles
    • Hamby, A., Brinberg, D., & Daniloski, K. (2015). How Consumer Reviews Persuade Through Narrative. Journal of Business Research, 68(6), 1242-1250.
    • Zemack-Rugar, Y., Corus, C., and Brinberg, D. (2012). The “response-to-failure” scale: Predicting behavior following initial self-control failure. Journal of Marketing Research, 49(6), 996 – 1014.
    • Peter, P. and Brinberg, D. (2012). Learning emotional intelligence: An exploratory study in the domain of health. Journal of Applied Social Psychology, 42(6), 1394 - 1414
    • Hamby, A., Pierce, M., Daniloski, K., and Brinberg, D. (2011). The use of participatory action research to create a positive youth development program. Social Marketing Quarterly, 17(3), 2 – 17
    • Maniscalco, C., Daniloski, K., and Brinberg, D. (2010), The Impact of Relationship Stage on the Determinants of Trust in the Pharmacist-Client Relationship: Results from a Social Marketing Campaign, Social Marketing Quarterly, 16(4), 18-40.
    • Hamby, A., Pierce, M., and Brinberg, D. (2010). A framework to structure research and practice in commercial and social entrepreneurship. Journal of Asian-Pacific Business, 11(3), 166-178
    • Moorman, C., Diehl, K., Brinberg, D., and Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice, Journal of Consumer Research, 673 – 680
    • Bodur, O, H., Brinberg, D., and Coupey, E. (2000). Belief, affect, and attitude: Alternative models of the determinants of attitude. Journal of Consumer Psychology, 9(1), 17-28
    • Sawyer, A.G., Lynch, J.G., and Brinberg, D. (1995). A Bayesian analysis of the information value of manipulation and confounding checks. Journal of Consumer Research, 21(4), 581-595.
    • Brinberg, D., Lynch, J.G., and Sawyer, A.G. (1992). Hypothesized and confounded explanations in theory tests: A Bayesian analysis. Journal of Consumer Research, 19(3), 139-154.
    • Brinberg, D., and Hirschman, E.C. (1986). Multiple orientations for the conduct of marketing research: An analysis of the academic/practitioner distinction. Journal of Marketing, 50, 161-173.

Dr. David Brinberg is currently the R.O. Goodykoontz Professor of Marketing and Professor of Psychology at Virginia Tech.  He received his PhD in social psychology from the University of Illinois.  He is formerly President of Division 23 of the American Psychological Association, Society for Consumer Psychology, past founder and director of the Sloan Foundation Forest Industries Center. He has extensive experience in the areas of social marketing, research methodology, decision making, and health communication.  He has published or edited 5 books, over 50 publications in a wide range of peer-reviewed journals, including Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Public Policy and Marketing, and Journal of Personality and Social Psychology. He also has received funding for his work from sponsors that include the Sloan Foundation, the Kellogg Foundation, and the Forest Service at the USDA.